MKW2841
E-business models and analysis
Unit Guide
Semester 2, 2015
Copyright © Monash University 2014. All rights reserved. Except as provided in the Copyright Act 1968,
this work may not be reproduced in any form without the written permission of the host Faculty and
School/Department.
The information contained in this unit guide is correct at time of publication. The University has the right
to change any of the elements contained in this document at any time.
Last updated: 17 Jul 2015
Table of Contents
MKW2841 E-business models and analysis - Semester 2, 2015...........................................................1
Mode of Delivery..............................................................................................................................1
Workload requirements....................................................................................................................1
Additional workload requirements........................................................................................1
Unit Relationships........................................................................................................................................1
Prerequisites....................................................................................................................................1
Prohibitions......................................................................................................................................1
Chief Examiner(s)........................................................................................................................................2
Campus Lecturer(s).....................................................................................................................................2
Malaysia...........................................................................................................................................2
Your feedback to Us....................................................................................................................................2
Previous Student Evaluations of this Unit....................................................................................................2
Academic Overview...................................................................................................................................3
Learning Outcomes.........................................................................................................................3
Unit Schedule.............................................................................................................................................4
Teaching Approach..........................................................................................................................5
Assessment Summary.....................................................................................................................5
Second marking...................................................................................................................5
Return of final marks............................................................................................................6
Assessment criteria..............................................................................................................6
Assessment Requirements......................................................................................................................7
Assessment Tasks...........................................................................................................................7
Participation.........................................................................................................................7
Assessment task 1...............................................................................................................7
Assessment task 2...............................................................................................................8
Assessment task 3.............................................................................................................11
Examination(s)...........................................................................................................................................11
Examination 1................................................................................................................................11
Learning resources....................................................................................................................................11
Feedback to you........................................................................................................................................11
Extensions and penalties...........................................................................................................................12
Assignment submission.............................................................................................................................12
Hard copy submission...................................................................................................................12
Online submission.........................................................................................................................12
Prescribed text(s) and readings.....................................................................................................12
Other Information....................................................................................................................................13
Policies..........................................................................................................................................13
Graduate Attributes Policy.................................................................................................13
Student Charter.........................................................................................................................................13
Student services........................................................................................................................................13
Monash University Library.........................................................................................................................13
Moodle 2....................................................................................................................................................14
Disability Liaison Unit................................................................................................................................14
MKW2841 E-business models and analysis - Semester 2, 2015
Includes concepts of analysing an e-business for viability using logical value chain assessment.
Examines an e-business' value creation capacity, value delivery likelihood, and value capturing ability.
Analysis of e-businesses in Australasia and around the world. Dissection of application of e-business
principles, and specifically e-business models through an examination of how e-businesses are designed
and interact with business partners, channel members and suppliers. Also covered are customer
profitability analysis, cost of sales, customer valuation, online behaviour and purchase propensity
assessment and use. Lecture and partially case discussion based.
Mode of Delivery
Malaysia (Day)
Workload requirements
Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per
semester typically comprising a mixture of scheduled learning activities and independent study.
Independent study may include associated readings, assessment and preparation for scheduled
activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled
activities may include a combination of teacher directed learning, peer directed learning and online
engagement.
See also Unit timetable information
Additional workload requirements
This is a 6 point unit, which means there expectation of an average time commitment of 12 hours per
week.
The total time commitment expected for this unit is 156 hours. In addition to the 36 hours of class contact
you should plan to spend an additional 120 hours during the semester in study for this unit. This
includes time spent in preparing for and completing assessment tasks, together with time spent in
general study, revision, and examination preparation.
Unit Relationships
Prerequisites
MKW1601
Prohibitions
BEW2621
1
MKW2841 E-business models and analysis - Semester 2, 2015
Chief Examiner(s)
Associate Professor Paul Yeow
Campus Lecturer(s)
Malaysia
John Choong
Your feedback to Us
Monash is committed to excellence in education and regularly seeks feedback from students, employers
and staff. One of the key formal ways students have to provide feedback is through the Student
Evaluation of Teaching and Units (SETU) survey. The University’s student evaluation policy requires that
every unit is evaluated each year. Students are strongly encouraged to complete the surveys. The
feedback is anonymous and provides the Faculty with evidence of aspects that students are satisfied
and areas for improvement.
For more information on Monash’s educational strategy, see:
www.monash.edu.au/about/monash-directions/ and on student evaluations, see:
www.policy.monash.edu/policy-bank/academic/education/quality/student-evaluation-policy.html
Previous Student Evaluations of this Unit
Students' comments: "The best aspects of the unit would be to learn and explore the best of both world,
the technological
world and the business world. I've learnt a lot through the unit and the lecturer of amazingly
inspirational when teaching. I was inspired during the class and it motivated me to learn more and
become more involved in the class."
Perfect 5 scores for Q5 "Overall I was satisfied with the quality of this unit" in S2 2014.
No negative comments on this unit.
The teaching material and method are maintained.
If you wish to view how previous students rated this unit, please go to
https://emuapps.monash.edu.au/unitevaluations/index.jsp
2
Academic Overview
Learning Outcomes
The learning goals associated with this unit are to:
1. comprehend, explain and analyse e-business models in the various parts of value chain including
downstream (retailing), internal (intrabusiness) and upstream (supply chain and B2B
e-procurement)
2. comprehend, explain and analyse the applications of e-business models in other areas including
electronic government, mobile computing and pervasive technology, dynamic trading (e-auctions)
and web 2.0 environment (social networks)
3. comprehend and explain the justifications of e-business investments and the use of e-business
performance measures and metrics
4. comprehend and explain the development of e-business applications and infrastructure.
3
Unit Schedule
Week
Activities
0
Assessment
No formal assessment or activities are
undertaken in week 0
1
Introduction and revision of e-Business Models, EC
Strategy and Business Plans (Chapter 1 and 12 EC
2012) or (Chapter 1 & 13 EC 2010)
Continue revision of EC Strategy and
Business Plans
2
Retailing in Electronic Commerce (Chapter 3 EC
2012) or (Chapter 3 EC 2010)
Discussion on the conduct of tutorials,
tutorial participation and expectations.
Discussion on Assignment
3
B2B E Commerce (Chapter 4 EC 2012) or (Chapter 5 Assignment 1: Presentation 1 IKEA:
EC 2010)
Q1-5. Pages 175-176. (Based on EC
2012 book)
4
E-Supply Chains, Collaborative Commerce and
Corporate Portals Chapter 4, 5 and 11 EC 2012) or
(Chapter 6 EC 2010)
Assignment 1: Presentation 2
IMarketKorea: Q1-5. Pages 226-227.
(Based on EC 2012 book)
5
Innovative EC Systems: E-Government and
E-Learning (Chapter 5 EC 2012) or (Chapter 7 EC
2010)
Assignment 1: Presentation 3 How
Wal-Mart uses EC in its Supply Chain:
Q1, 2, 3 and Q5. Pages 331-333. (Based
on EC 2010 book - As attached in
Moodle)
6
Mobile Commerce (Chapter 6 EC 2012) or (Chapter 8 Assignment 1: Presentation 4
EC 2010)
Freemiums in the Social Gaming World.
Pages 576-577. Q1, 2, 3, 4. (Based on
EC 2012 book)
7
Social Commerce (Chapter 7 EC 2012) or (Chapter 9
EC 2010)
Assignment 1: Presentation 5 Wal-Mart
turns to Mobile for Weather Alerts:
Q1-Q3. Pages 421-422. (Based on EC
2010 book - As attached in Moodle)
8
Dynamic Trading: E-Auctions, Bartering and
Negotiations (Chapter 17 2010 will be attached in
Moodle)
Assignment 1: Presentation 6
F-Commerce: Q1-8. Pages 417-421.
(Based on EC 2012 book)
9
Justification of Electronic Commerce (Chapter 13 EC
2012) or (Chapter 14 EC 2010)
Assignment 1: Presentation 7 Linkedin:
The business-oriented social network:
Q1-5. Pages 373-374. (Based on EC
2012 book)
10
Building E-Commerce Applications and Infrastructure
(Chapter 18 2010 will be attached in Moodle)
Assignment 1: Presentation 8 Groupon
Pages 64-65, Q1, 2, 3, 4, 6. (Based on
EC 2012 book)
11
Mini Conference (Presentation of Assignment 2)
Mini Conference (Presentation of
Assignment 2)
12
Mini Conference (Presentation of Assignment 2)
Mini Conference (Presentation of
Assignment 2)
SWOT VAC
No formal assessment is undertaken
SWOT VAC
Examination period
LINK to Assessment Policy:
http://policy.monash.edu.au/policy-bank/
academic/education/assessment/
4
Unit Schedule
assessment-in-coursework-policy.html
Teaching Approach
Lecture and tutorials or problem classes
This is a second year marketing unit. It is an expectation of this unit that you have a deep understanding
of the e-business concepts you have covered in the prerequisite units. The exam and assignments will
be graded on the expectation that this fundamental material is integrated competently in your work.
There will be a two hour lecture and a one hour tutorial each week. Tutorials will involve discussions of
prescribed readings and sample exam questions. It is an expectation in this subject that journal readings
are incorporated into all aspects of the unit assessment. The readings and the practice questions will be
posted on MUSO.
The subject will require at least nine hours per week in addition to the class contact hours in order to
achieve a pass grade. Some of this time will be spent searching and browsing the Internet, in a student
lab or in another location of the student’s choice. The teaching program will consist of lectures, class
discussion/presentation, case study analysis, and individual case summaries as appropriate. Students
should expect to spend time each week reading books, academic journal articles, newspapers and
magazines, and in focused research on the Internet.
Assessment Summary
Within semester assessment: 50%
Examination: 50%
Assessment Task
Value
Due Date
E-Business Models Case Studies During Tutorials 15% for report and presentation
Week 3 to 12
E-Business Plan
25% for report and presentation
Week 9 Lecture
Class
Tutorial Participation
10%
Examination 1
50%
To be advised
Second marking
Where an assessment task is given a fail grade by an examiner, that piece of work will be marked again
by a second examiner who will independently evaluate the work, and consult with the first marker. No
student will be awarded a fail grade for an assessment task or unit without a second examiner confirming
the result.
Note: Exceptions to this are individual pieces of assessment contributing 10% or less of the final mark,
unless the total of such pieces exceeds 30% of the final mark.
5
Unit Schedule
Return of final marks
Faculty policy states that 'the final mark that a student receives for a unit will be determined by the Board
of Examiners on the recommendation of the Chief Examiner taking into account all aspects of
assessment'.
The final mark for this unit will be released by the Board of Examiners on the date nominated in the
Faculty Calendar. Student results will be accessible through the my.monash portal.
Assessment criteria
Assessment Criteria Grading Descriptors available at:
http://www.policy.monash.edu/policy-bank/academic/education/assessment/
6
Assessment Requirements
Assessment Tasks
Participation
Lecture and tutorial participations will be allocated 10%. Details of the breakdown will be explained
during Week 2 tutorial.
•
Assessment task 1
Title:
E-Business Models Case Studies During Tutorials
Due date:
Week 3 to 12
Details of task:
Group assignment
An allocated group will be assigned randomly a case study. Write a summary of the case
(500 words) and answer the questions (1500-2000 words). Include the relevant website
contents and analysis of the case study in the summary report and answers. Submit them
a day before you present, latest by 12 noon. (Failure to do so will result in zero marks
given for the report portion). This will give time for your tutor to look through your answers
before your presentation. Give a 30-minute presentation during tutorial (starting Week 3).
The group who presents will take the leading role on that particular week’s tutorial
activities. The group will decide on how the summary will be presented and the questions
will be discussed. The group is responsible in making the tutorial session functional,
stimulating, exciting, interesting, and enjoyable.
A discussant group will contribute extensively to the tutorial discussion. If any important
point or issue is missed out by the presenter or additional points needed to be covered,
members of this group will step in. This group will be responsible in giving constructive
feedback on the activities of the day.
Report 10% (summary report – 2%, accuracy of answers 8% )
Presentation 5% (handling questions 2%, slides content and presentation style/clarity 3%)
Maximum tutorial presentation time for allocated group:
30 minutes
Maximum tutorial discussion time for discussant group:
5 minutes
Maximum tutorial discussion time for other participants:
10 minutes
Last 10-15 minutes: Feedback from tutor.
Word limit:
7
Assessment Requirements
•
2500-3000
Weighting/Value:
15% for report and presentation
Presentation requirements:
See details.
Estimated return date:
Hurdle requirements:
There is a hurdle requirement in this unit. Students must attempt all pieces of assessment
tasks and demonstrate a satisfactory level of achievement in each task with a view to
receive a pass grade or any higher grade.
Learning objectives assessed:
1, 2 and 3
Assessment task 2
Title:
E-Business Plan
Due date:
Week 9 Lecture Class
Details of task:
Group assignment
Introduction:
You have just graduated from university but have decided to take on the entrepreneurship
path and hope to start-up your own business. Together with a group of friends, you are
working to design and propose an innovative e-business idea to pitch to fellow investors
and get the necessary funding to help manifest your dream into reality. Your vision is to
introduce an e-business products and/or services that can effectively address a gap in the
market. Your e-business idea can incorporate the use of website, mobile technology, or
both.
To show innovativeness in your idea and invoke excitement in the target audience, you
want your idea to incorporate at least one or more of the following elements – Web 2.0,
crowdsourcing, co-creation, freemium, customisation, gamification, and clever integration
of different technologies (such as augmented reality, RFID, QR Code, motion sensor,
location awareness technology, social media technology, 3D visual technology, etc).
As you brainstorm to design your e-business idea, you are looking at the various
marketing domains and are considering the possibilities of establishing your e-business in
one of the following markets – B2B, B2C, B2G, C2C, or C2B.
Task:
Develop an e-business plan. Read through the online tutorial on how to develop an
e-business plan (refer to
8
Assessment Requirements
http://wps.pearsoned.co.uk/ema_ge_turban_elec_comm_2012/217/55592/14231594.cw/index.html
Write a report (about 3,000 – 4,000 words) to document your finding. The format of the
report is given below. The report is due to be submitted on Week 9 lecture class. Present
your findings using PowerPoint Slides during the Mini Conferences in Week 11 and 12.
Each group will be given 20 minutes for presentation and 10 minutes for questions and
answers.
Assignment report 20% (see marks allocation below)
Presentation 5% (handling questions 2%, slides content and presentation style/clarity 3%)
Word limit:
4500
Weighting/Value:
25% for report and presentation
Presentation requirements:
See details.
Estimated return date:
About 3 weeks
Hurdle requirements:
There is a hurdle requirement in this unit. Students must attempt all pieces of assessment
tasks and demonstrate a satisfactory level of achievement in each task with a view to
receive a pass grade or any higher grade.
Criteria for marking:
Assignment 2: E-Business Plan (format and marks distribution – total 20%, 10
marks)
Market Gap Identification and Problem Statement
Mission Statement
Business Goals
Value Proposition
Business Model(s)/Implementation(s)
Target Market Analysis
Competitor Analysis
Opportunities and Threat Analysis, Competitive Advantage
Environmental Challenges Analysis
Total
5 marks
5 marks
5 marks
15 marks
20 marks
15 marks
10 marks
15 marks
10 marks
100 marks
Business Description
- Identify the industry within which your e-business will operate, analyse the market to
identify the gap, and establish a problem statement which your e-business wants to
address. (5 marks)
- Draft a mission statement for your e-business. Include a paragraph or two that explains
or justifies the mission statement. This mission statement may change slightly as you
continue to develop your business idea, but it should also be complete and accurate
enough to guide the formation of goals and the value proposition. (5 marks)
- Write at least two to three goals for your business. Each goal should include both a
9
Assessment Requirements
clear statement of purpose and a brief explanation. (5 marks)
- Formulate and write the value proposition of your e-business. This should be a
paragraph or two that clearly states the benefits your business will offer to customers and
justifies why this is an important proposition for customers and in the marketplace. (15
marks)
- Business Model(s)/ Implementation(s): Select one or two business
model(s)/implementation (s) that accurately describe your proposed business activities.
For each model/implementation, identify and describe it and include the value proposition
(as above), the product and services, and the revenue model in your description. (20
marks)
Market, Competitors and Ethical Analysis
- Identify and briefly describe your one to three target markets for your e-business. Make
sure your markets are scoped correctly—not too broad and not too narrow. Your
description should include as many demographic, geographic, psychographic, culture and
consumer characteristics as possible. (15 marks)
- Identify one to three significant competitors. Critically analyse the websites, mobile
applications (if available), and the e-business models of the identified competitors to
ascertain their strengths and weaknesses. If your proposed e-business has no present
competitors directly competing against you, then you should analyse what are considered
to be the past practices prior to your e-business idea. (10 marks)
- Use opportunities-and-threats approach, the competitive-strategies approach, or both,
to identify at least one source of competitive advantage for your business. Write this up so
a reader of your e-business plan will understand how you expect to use these to achieve
commercial success. (15 marks)
- Identify the possible any possible regulatory, ethical or social risks/challenges in your
business model (s) (10 marks)
Learning objectives assessed:
1, 2, and 4
Penalties for late lodgement:
A penalty of 5 per cent of the mark allocated to this assessment task will be deducted for
each working day that the assessment is late. Maximum deduction is 40 per cent. After
that, the assignment will not be accepted.
Assessment coversheet:
Work submitted for assessment must be accompanied by a completed copy of the
Assignment cover sheet which has been signed by the student. NO assignment will be
accepted or marked if it is not accompanied by a signed Assignment cover sheet.
In the case of a group assignment, each member of the group must complete, sign and
attach to the assignment a separate copy of the Assignment cover sheet.
Additional information:
On paper. Electronic lodgement is not acceptable
10
Assessment Requirements
•
Assessment task 3
Title:
Tutorial Participation
Due date:
Details of task:
Details will be given during Week 2 tutorial.
Weighting/Value:
10%
Estimated return date:
Examination(s)
• Examination 1
Weighting:
50%
Length:
2 hours
Type (open/closed book):
Closed book
Hurdle requirements:
There is a hurdle requirement in this unit. Students must attempt all pieces of assessment
tasks and demonstrate a satisfactory level of achievement in each task with a view to
receive a pass grade or any higher grade.
The learning outcomes in this unit require students to demonstrate in the individual
summative assessment task a comprehensive understanding of the topics covered in the
unit. This is demonstrated by the requirement that the student must attain a mark of at
least 50% in the final summative assessment task. The individual summative assessment
task is the final exam.
A student’s final mark is normally the sum of the marks obtained in all of the individual
assessment items in the unit. Where a student fails the unit solely because of failure to
satisfy the hurdle requirement a mark of 48 will be returned for the unit.
Electronic devices allowed in the exam:
Electronic devices are not allowed.
Learning resources
Monash Library Unit Reading List (if applicable to the unit)
http://readinglists.lib.monash.edu/index.html
Feedback to you
Types of feedback you can expect to receive in this unit are:
• Informal feedback on progress in labs/tutes
• Graded assignments with comments
11
Assessment Requirements
Extensions and penalties
All applications for an extension of the time allocated to an assessment task must be made in writing to
the Unit Leader. Approval, if granted, will be in writing and will be recorded on the Faculty Assignment
cover sheet accompanying the assessment task by the responsible lecturer/tutor.
A penalty of 5 per cent of the mark allocated to Assignment 2 task will be deducted for each working day
that the assessment is late. Maximum deduction is 40 per cent. After that, the assignment will not be
accepted.
Assignment submission
Hard copy submission
On paper. Electronic lodgement is not acceptable.
Online submission
If Electronic Submission has been approved for your unit, please submit your work via the VLE site for
this unit, which you can access via links in the my.monash portal.
Prescribed text(s) and readings
Turban, E., King, D., Lee, J., Liang, T.P. and Turban, D. (2012) Electronic Commerce 2012: A
Managerial Perspective. 7th Global Edition. Pearson.
Or
Turban, E., King, D., Lee, J., Liang, T.P. and Turban, D. (2010) Electronic Commerce 2010 A Managerial
Perspective. 6th Global Edition. Pearson. (Preferable)
12
Other Information
Policies
Monash has educational policies, procedures and guidelines, which are designed to ensure that staff and
students are aware of the University’s academic standards, and to provide advice on how they might
uphold them. You can find Monash’s Education Policies at:
www.policy.monash.edu.au/policy-bank/academic/education/index.html
Key educational policies include:
• Student Academic Integrity Policy and Student Academic Integrity: Managing Plagiarism and
Collusion Procedures ;
• Assessment in Coursework Programs;
• Special Consideration;
• Grading Scale;
• Discipline: Student Policy;
• Academic Calendar and Semesters;
• Orientation and Transition; and
• Academic and Administrative Complaints and Grievances Policy.
Graduate Attributes Policy
http://www.policy.monash.edu/policy-bank/academic/
education/management/monash-graduate-attributes-policy.html
Student Charter
www.opq.monash.edu.au/ep/student-charter/monash-university-student-charter.html
Student services
The University provides many different kinds of support services for you. Contact your tutor if you need
advice and see the range of services available at http://www.monash.edu.au/students
You can also access important information from the Faculty of Business and Economics current students
page http://www.buseco.monash.edu.au/student/
Caulfield and Clayton students wishing to further develop English language skills in a fun group
environment can join a Conversational English Program. You can access these programs at
http://www.monash.edu/students/conversational-english/
Monash University Library
The Monash University Library provides a range of services, resources and programs that enable you to
save time and be more effective in your learning and research. Go to www.lib.monash.edu.au or the
library tab in my.monash portal for more information.
13
Other Information
Moodle 2
All unit and lecture materials, plus other information of importance to students, are available through the
virtual learning environment Moodle site. You can access Moodle via the my.monash portal.
Where to go for help
If you're stuck, confused or simply not sure how to approach Moodle, there are a number of Moodle
resources that you can tap into.
Disability Liaison Unit
Students who have a disability or medical condition are welcome to contact the Disability Liaison Unit to
discuss academic support services. Disability Liaison Officers (DLOs) visit all Victorian campuses on a
regular basis.
• Website: http://www.monash.edu/equity-diversity/disability/index.html
• Telephone: 03 9905 5704 to book an appointment with a DLO;
• Email: dlu@monash.edu
• Drop In: Equity and Diversity Centre, Level 1, Building 55, Clayton Campus.
Text book used:
Turban, E., King, D., Lee, J., Liang, T.P. and Turban, D. (2012) Electronic Commerce 2012: A
Managerial Perspective. 7th Global Edition. Pearson.
Or
Turban, E., King, D., Lee, J., Liang, T.P. and Turban, D. (2010) Electronic Commerce 2010 A
Managerial Perspective. 6th Global Edition. Pearson.
14